Monthly sales of 350,000 sticks – Tokyo’s trendiest dessert, the ZAKUZAKU stick puffs, goes on sale; limited to 12 sticks per person

▲ ZAKUZAKU stick puffs will open on December 23.

Reported and photographed by Huang Shiyuan, Taipei

Originating from Hokkaido and with monthly sales of 350,000 sticks, the highly popular ZAKUZAKU stick puffs in Tokyo will open on December 23. The location is on the first floor of Shin Kong Mitsukoshi A11. They feature freshly filled custard cream, a crispy exterior with a smooth interior texture, and a unique stick-like shape that makes them easy to hold and perfect for street photos. Each ZAKUZAKU stick puff is priced at NT$88 in Taiwan, six for NT$498, with a limit of 12 sticks per person.

The ZAKUZAKU stick puffs are another brand from BAKE (previously known for launching the BAKE cheese tart in Taiwan). CEO Shintaro Naganuma said that while most puffs focus on their fillings, they innovated from the shell—sprinkling French crispy almonds on the outside and then reshaping the puff into a stick form for easier handling. The stick design also became a hit on social media thanks to its photogenic appeal.

The three key features of the ZAKUZAKU stick puffs are “freshly filled custard cream,” “crispy outside with a smooth inside,” and “unique stick shape.” Their deliciousness mainly comes from using Hokkaido flour and fresh milk, with each puff baked fresh daily at the store. After ordering, the custard filling is piped in on the spot, giving you a bite with three textures: crispy almond bits, slightly burnt crispy puff shells, and smooth custard cream.


▲ The main body of the ZAKUZAKU stick puffs is a semi-finished product made in Hokkaido and transported to Taiwan.


▲ The stick shape is very convenient to hold.

So how is the taste of Japan recreated in Taiwan? Yang Zhe-wei, CEO of Jerry’s Food Service, which distributes the ZAKUZAKU stick puffs, said that the puff shells are semi-finished products made in Hokkaido using local fresh milk and flour, then frozen and shipped to Taiwan. As for the filling, freshness is key, so it can’t be made in Japan and sent over. Therefore, they spent a lot of time sourcing quality milk, eventually choosing local Taiwanese small-scale farms to produce the custard filling. To achieve a smooth custard sauce, they also imported a proprietary vacuum high-speed mixing machine used in Japanese stores.

Additionally, beard papa, a Japanese-style puff shop that has been in Taiwan for 15 years, has launched a long-shaped puff called KAZE KAZE Crispy Crispy. It uses premium fermented butter from Brittany, France, along with almond slivers to enhance the crispy texture of the shell. The filling is made with natural vanilla bean-infused vanilla custard.

ZAKUZAKU stick puffs
Address: 1F, No. 11, Songshou Rd., Xinyi District, Taipei City (1F, Shin Kong Mitsukoshi A11, Xinyi New Life Square)
Phone: 02-8780-6116